Wed, 10 Mar 2021 15:19:45 GMT
Toolstation, one of Britain’s fastest growing suppliers of tools, accessories and building supplies, launches its new Tools and More brand strategy with a sharp TV spot airing this Saturday, 13th March.
The brand strategy, created by krow, aims to forge an emotional connection with customers and inject brand recognition and personality with its 'unexpected' creative platform. The brand, which recently posted like-for-like growth of 22.2%, aims to appeal to tradespeople and knowledgeable DIYers and to raise awareness that, whatever the unexpected situation, customers will find 'tools and more' at Toolstation.
The campaign, which includes TV, online video, radio, outdoor and digital advertising, launches with a 30-second TV spot showing a plumber arriving at a call out to an ordinary looking house on an ordinary looking street. He is shown to the bathroom, where there is a leaky wall-to-wall aquarium housing an unexpected resident – a Great White shark. The voiceover comments, “It’s a good job we do more than just tools”, as the plumber is swiftly equipped with everything he needs for the job. The 'Nothing you can’t conquer' OOH execution, which features heroic celebrations of tradespeople, launches later this month. Above the line media buying was planned by The Specialist Works, designed to target tradespeople and a wider DIY audience.
The brand strategy pays tribute to tradespeople and their years of experience and skill which enable them to expect the unexpected. It also nods to the role Toolstation plays in those moments, by being able to provide everything needed for tasks big and small, as well as its colleague expertise.
James Mackenzie, managing director, Toolstation, said: “Our new brand strategy aims to celebrate the nation’s tradespeople and highlights our mission to help empower them every day. Keeping 'Tools and More' at the centre of our light-hearted TV ad launch gets across our core promise to our customers – that in any unexpected situation, Toolstation has their back.”
John Quarrey, CEO, krow Group, said “We all recognise that sense of relief when a professional tradesperson arrives to sort out a problem and gets it done faster, to a higher standard and with way less swearing than if we’d tried it ourselves. Their talent deserves celebration, as does the role Toolstation plays in making these miraculous repairs happen, which makes us really delighted to release this work into the world.”
Disclaimer: no sharks or sea life were harmed during the making of this ad.view more - Creative
Deputy ECD: Darryl George
Copywriter: Darryl George
Group Head of Planning: Matt Watts
Business Director: Emma Christmas
Senior Account Manager: Shelby Whyatt
Agency Producer: Sushi Tester
Director/Production Co: Guy Manwaring/Merman
Producer: Jess Ensor
Editor: Mark Edinoff
Post Production: Freefolk
Sound Design: Anthony Moore and Josh Campbell
Media planning/buying: The Specialist Works
PR: ZPR, A Finn Partners Company
Genres: Comedy, People
Categories: Retail and Restaurants , DIY Storeskrow London, Wed, 10 Mar 2021 15:19:45 GMT